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Mehr als ein Spiel: Interne Markenführung durch Markenspiele

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  • Heidig, Wibke
  • von Walter, Benjamin
  • Tomczak, Torsten

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  • Heidig, Wibke & von Walter, Benjamin & Tomczak, Torsten, 2013. "Mehr als ein Spiel: Interne Markenführung durch Markenspiele," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 67(3), pages 271-288.
    • Handle: RePEc:nms:untern:10.5771/0042-059x-2013-3-271
    DOI: 10.5771/0042-059X-2013-3-271
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    References listed on IDEAS

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    1. Macinnis, Deborah J & Park, C Whan, 1991. "The Differential Role of Characteristics of Music on High- and Low-Involvement Consumers' Processing of Ads," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 161-173, September.
    2. Williams, Patti & Aaker, Jennifer L, 2002. "Can Mixed Emotions Peacefully Coexist?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(4), pages 636-649, March.
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